Research On The Impact Mechanism Of Consumer Carbon Label Product Purchase Behavior

With the aggravation of global climate crisis,many countries have advocated low-carbon economy and sustainable development.As a quantified label of carbon emission,carbon label is a new way of information transmission,which can guide low-carbon production and consumption and realize low-carbon economy.Britain,the United States,Canada and other developed countries have put forward the carbon label system,more and more enterprises have also taken it as a new marketing means.In terms of export trade,the carbon label system is a new type of technical trade measures.At present,the carbon label system of many foreign developed countries has become mature,but China is still in the initial stage of exploration,and the relevant research in this field is not enough.At present,China has started to implement pilot low-carbon cities.In order to promote the implementation and popularization of carbon label system,some enterprises have added carbon label labels to their products.Therefore,it is necessary and urgent to explore the influence mechanism of consumers on the purchase behavior of carbon label products.First of all,this paper has sorted out the existing theories and literature achievements.Based on exploratory factor analysis and confirmatory factor analysis,it has explored the main factors affecting consumers' purchase behavior and constructed a theoretical model of the influencing mechanism of consumers' purchase behavior of carbon label products.Then,by means of questionnaires,scenario simulation experiments,interviews and other methods to collect data,and based on this data on the research hypothesis and model of empirical test,draw conclusions,and put forward targeted policies and suggestions.The research results show that:(1)consumer awareness has a positive and significant impact on its trust,at the same time,its trust degree has a positive and significant influence on consumption perception effect,value expression and purchase intention.(2)reference groups have positive and significant influence on trust,consumption perception effect,value expression and purchase intention.(3)consumption perception effect and value expression not only have positive and significant influence on purchase intention,but also have significant positive influence on purchase behavior,among which the influence of consumption perception effect on purchase intention is obviously greater than its influence on purchase behavior.(4)consumers for different base prices of carbon label goods and different carbon emissions of the same kind of goods have different proportion of the premium.For the rapid consumption of beverage commodities with low base price,47.20%of people are willing to pay 25% or more premium for the carbon label,and 58.07% of people are willing to pay 25% or more premium for the same product with different carbon emission.For goods with a higher base price,77.33% said they would be willing to pay a premium of less than 10%.Based on the above research conclusions,this paper puts forward the following four policy recommendations.First,accelerate the start of carbon label certification system and certification system construction;Second,a sound supervision mechanism should be established to enhance consumers' trust in carbon labels.Third,innovate the forms of publicity and education,strengthen the publicity and promotion of carbon labels;Fourthly,enterprises should give full consideration to the premium of different carbon emission products and formulate targeted marketing strategies to improve the perceived value of consumers and trigger purchase behaviors.